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Actionable intelligence, not just data

Gradient is your partner in transforming complex questions into clear strategies. Whether you're a brand manager, agency leader, policymaker, or investor, we decode the “why” behind your audience's choices—so you can act with confidence.

BRANDS
Make your customers choose your brand
AGENCIES
Deliver the winning insight to your client
PHILANTHROPIES & NON-PROFITS
Mobilize people toward your mission
ADVOCACY GROUPS & CAMPAIGNS
Reach voters with messages that resonate
PRIVATE EQUITY & INVESTMENT BANKS
Drive growth in the brands you invest in.
OUR BRAND RESEARCH SOLUTIONS
Audience insights
Brand positioning
Creative & message testing
Market sizing & growth strategy
Pricing optimization
Product & feature optimization
OUR AGENCY RESEARCH SOLUTIONS
Audience Insights
Brand positioning
Creative & message testing
Market sizing & growth strategy
Pricing optimization
Product & feature optimization
OUR PHILANTHROPY & NON-PROFIT RESEARCH SOLUTIONS
Audience mindset analysis
Donor engagement optimization
Impact tracking
Narrative strategy development
Private opinion researchNEW
OUR ADVOCACY GROUP RESEARCH SOLUTIONS
Audience segmentation & targeting
Message testing
Private opinion researchNEW
Public engagement risk analysis
OUR PE & INVESTMENT BANK RESEARCH SOLUTIONS
Audience insights
Brand positioning
Customer analytics
Customer-based corporate valuationNEW
Market insights
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Your partner in decision science

We uncover objective truths through custom quantitative research programs built for impact. Our team blends curiosity, rigor, and advanced methods to help you make smarter, more confident decisions.

About Us
Meet the team behind the insights—curious, rigorous, and driven by purpose.
Our Principles
Our values shape how we work—with each other and with every client.
Careers
Join our remote-first team and help shape the future of decision science.
Contact us
Let’s talk through your big questions and figure out the evidence that matters.
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How we do research differently

For us, research isn’t about numbers in a spreadsheet—it’s about answering your most important questions with clarity, purpose, and real-world impact.

We Start with the end in mind
We begin with the decision you need to make—then design lean, focused research to get you there.
We Look for the Why, Not Just the What
Spotting trends is simple. Uncovering why takes rigor. Our statistical models reveal hidden drivers that turn data into confident action.
We Keep it Human
AI is powerful, but it can’t replicate lived experience. We use it to streamline our process—not to replace the human responses that are central to our research.
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See what insight can do

We believe sharing knowledge is as important as creating it. That’s why we’ve built a library of resources designed to inform, inspire, and empower decision-makers like you.

Case Studies
See how we’ve answered complex questions with research backed insights and creative problem-solving.
Blog
Our point of view on what’s happening in research, strategy, and human behavior.
Newsletter
Stay ahead with our regular roundup of fresh ideas, actionable advice, and the stories shaping the future of market research.
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Identify your next big growth opportunity

Our survey research helps your brand estimate the total addressable market size, evaluate growth potential, and map the competitive landscape, so you can make confident decisions on where to play and how to win.
Explore Our Work
Contact Us

Uncover where the prize is

Whether entering a new market or strategizing for growth in your current sector, accurately evaluating the total market potential for a product or service provides critical data to guide business planning . Using survey-based quantitative market sizing metrics allows you to set growth goals grounded in reality, strategically prioritize initiatives and resource allocation, and track performance relative to the total addressable opportunity.

Estimate the total addressable market
Gain clarity on the full scope of your potential audience by blending survey data and statistical forecasting. 
Identify whitespace opportunities
Pinpoint emerging segments or underserved niches where your brand can stand out. 
Map the competitive landscape
Understand where and how competitors are gaining ground, so you can develop sharper positioning strategies.

The Gradient difference

  • Define the decision
    Before we even draft a questionnaire, we clarify your key objectives. Whether you’re launching a new product, entering a new market, or expanding your brand portfolio, we gather data that zeroes in on that specific decision.
  • Design targeted research
    We use advanced statistical tools, but we always remember the human side of research. We tailor surveys and experiments to extract only the insights critical to your decision, nothing more, nothing less.
  • Analyze & interpret
    Our team of data scientists and PhD social researchers immerse ourselves into the numbers. Beyond just the “what,” we pinpoint the “why” behind customer willingness to pay, translating complex stats into clear strategic guidance.
  • Activate insights
    Finally, instead of broad reports, we provide clear recommendations for expansion, investment, or repositioning based on your market’s realities.
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Survey methodologies that drive results

Total Addressable Market (TAM) Analysis

A Total Addressable Market (TAM) analysis measures your brand’s potential reach by quantifying the full scope of a market’s demand. Rather than relying on assumptions or outdated datasets, TAM analysis leverages fresh survey insights and sophisticated modeling to:

  • Clarify the total revenue opportunity a market holds.

  • Reveal whitespace segments that traditional estimates might overlook.

  • Prioritize resource allocation based on the most promising areas for growth.

 

  
Demand Space Analysis

Demand Space analysis goes beyond traditional segmentation by exploring the nuances that fuel consumer decisions, when, why, and how they choose your product or service. You'll be able to:

  • Spot whitespace opportunities for new offerings or brand extensions.

  • Refine messaging to resonate with each unique consumer need-state.

  • Develop more impactful experiences tailored to real-life motivations.

  
Occasion Analysis

Occasion analysis examines the distinct contexts and times when consumers use your product or service. By focusing on the specific moments and environments that trigger purchase or usage, you can:

  • Uncover untapped usage scenarios for potential brand extensions.

  • Tailor messaging that resonates with consumers’ situational needs.

  • Optimize product offerings based on how and when people naturally engage with them.

  

Trusted by leading organizations

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Ready to find your next growth opportunity?

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